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Public relations (PR) is about managing reputation. A career in PR involves gaining understanding and support for clients, as well as trying to influence opinion and behaviour.

PR officers use all forms of media and communication to build, maintain and manage the reputation of their clients. These range from public bodies or services, to businesses and voluntary organisations.

They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public.

PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management.

Typical work activities

A PR officer often works in-house and can be found in both the private and public sectors, from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies.

The role is very varied and will depend on the organisation and sector. Tasks often involve:

planning, developing and implementing PR strategies;

liaising with colleagues and key spokespeople;

liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email;

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